PRWEEK UK’s New Media Conference

McDonalds UK – ‘we need to tell our story, not sell our story’. McDonalds is embracing online interaction such as using web chats. For instance, with Channel 4 after a showing of the SuperSize Me movie, the McDonalds UK CEO took live, unfiltered questions. During a 40 minute web chat Channel 4 received 15,000 questions,of which McDonalds answered about 20. McDonalds is engaging in podcasting. It is also about to invest in an interactive online web presence.

Howard Kosky, founder of Markettiers4dc, a broadcast consultancy – gave an example where he threatened a major automotive company with setting up a blog expressing his dissatisfaction with the problems with his car. Within 48 hours, after a year of trying traditional complaint channels, he received a replacement car. Most consumer blogs about brands are negative complaints rather than positive brand endorsement. Consumers are quicker to complain than congratulate.

A quick show of hands demonstrated that most delegates did not have Technorati alerts set up about their companies, competitors or key issues.

Howard Kosky warns organizations not to rush in to blogging ‘just because it’s fashionable and your advisors are suggesting it.’ Companies must recognize that a corporate blog requires significant resource. He also believes that every organization in the UK will have an RSS feed which will replace/augment its email marketing program.

Very thorough, very useful. If I hadn’t worked in print and broadcast before opening a public relations firm, I would have been pulling my hair out trying to figure out what the media wanted.
I would also add…..the urban myth about the one article that makes your business. This generally happens in the start up phase and a client believes that if you can get him a big article, success will immediately follow. My response: you don’t get on Oprah because you want to be successful…you already are. That coverage may take you to the next level. And in start up, you don’t get that kind of media coverage because you want it but because you merit it.
Suzanne Dameron
Starr Communications
starrco.typepad.com